Michelle, Elena, and the Mobile Manufacturing, Inc. (MM) board of directors know how important it is to understand the environment in which it is operating. They hired you—a highly-regarded marketing consultant—to bring a fresh perspective to the marketing plan. You are scheduled to meet with Michelle and Elena next week to discuss the environmental conditions that are relevant to introducing the new product.
As you prepare for the meeting, you consider all of the possible environmental issues. You recognize that Elena brings an interesting perspective to the process because she has experience designing mobile phones for the Eastern European market, and she is pushing for a new product that can be marketed worldwide. On the other hand, Michelle is more concerned with the domestic marketplace and is worried that trying to market a new product anywhere outside the United States—much less worldwide—could be very risky.
You sit down to start your work on the marketing plan, and you begin by drafting some goals that the marketing plan needs to address.
Primary Task Response: Within the Discussion Board area, write 400-600 words that respond to the following questions with your thoughts, ideas, and comments. This will be the foundation for future discussions by your classmates. Be substantive and clear, and use examples to reinforce your ideas.
Walking through the halls at MM, you ponder the job that lies ahead. Coming out of her office, Michelle spots you and heads in your direction.
“I’m so glad you’re here,” she says. “Have you settled into your office?”
“Yes,” you say. “I’m eager to get started.”
Michelle enters your office and takes a seat in a chair. “I’m scheduled to make a presentation to the board at the quarterly meeting next week. I know it’s short notice, but I was wondering if you could pull together a 30-minute presentation for them?” she asks.
“What would you like me to present?” you ask.
“As you know, you and Elena have been brought on to revitalize the product line for the company. Your role is to create a winning marketing plan that will allow us to capitalize on the new product that Elena is designing. The board would like you to discuss some of the issues that you will be considering as you develop the marketing plan for the new product. I know they’re especially interested in your thoughts on the global market.”
“That sounds like a great idea,” you say.
Consider the environmental variables (i.e., technological, demographic, economic, political, and cultural variables) that you must include in your marketing plan, and answer the following:
- Which of the environmental factors do you feel is the most critical, and why?
- What might someone with an opposing viewpoint think is the most important?
- Given this opposing argument, how would you argue your opinion?
- What solutions should be considered as you seek to develop a sense of ownership of your plan?
- What solutions would you recommend to the board, and why?
- Is a compromise feasible?
Unit 1 IP
Based on your discussions with Michelle, you have developed a clear picture of the environmental issues that will affect the initial release of the new product. As you compile your notes, the phone rings.
“Hi. This is Michelle. I want to touch base with you about your presentation to the board next week. Do you have any questions about the upcoming meeting?”
“Thanks for calling,” you say. “You have good timing. I was just reviewing my notes and working on my PowerPoint presentation. I think I’ve covered the areas we discussed at our last meeting. Do you have something else that you want me to include?”
“Oh, good,” says Michelle. “Yes, I’d like you to share 3 or 4 goals for the marketing project, too. Make sure these goals are specific as possible. You might want to lead with the goals, but I’ll leave that up to you. Naturally you’ll need to do some research to determine the types of goals that are relevant for a new product project like this. Be as specific as you can when outlining realistic expectations.
“Okay,” you say as you jot down more notes. “Anything else?”
“Just be sure to include your thoughts about whether we should develop a product that can be marketed world-wide. You know that is one of their main concerns. You’ll have about 30 minutes for your presentation. ”
“Will do. Thanks for the information. I think about 10–15 slides should be about right for a 30-minute presentation.” (10-15 PowerPoint slides each slide should include 200-250 words each in the notes section)